MVA Insights
This multi-lingual tool visualizes media performance data in user-friendly, rich graphics and benchmarks. It generates actionable daily and weekly alerts based on thousands of market and media sources.
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What is MVA Insights used for?
Media outlets can use the MVA to become better informed about themselves, better equipped to adapt to market changes, and (should they choose to be) better known to organizations which can assist with their work.
Stories of impact
A very useful part of the daily work is that many of the statistics that the different platforms offer are translated for the journalism business. For example, the data from the web page is digested. With the last change from Google Analytics to G4 it has been very complex for us to understand and learn the new system. However, with the MVA platform, we have the most important data for a digital media outlet already processed. Not only about the audience, but about the productivity in the newsroom. Checking the information about our YouTube channel we found big challenges to do a better job and monetize the effort to produce video content. About my team, I think it is very valuable that different positions such as Administration, Audience, and Newsroom interact together and share information is important for the viability of Conexión Migrante with transparency and regularity. We work with data every day, and having this info in one platform makes it an easy operative job.”
Patricia Mercado Sánchez
- Conexión Migrante
- Mexico
The experience of using the MVA has been very useful for my media La Pampa Noticias. Being able to see all the metrics -social and google analytics- week by week in a single platform makes my job as an editor easier. It also allowed me to detect site structure errors that I transmitted to the programmer to solve. I´m really happy with the launch of the Spanish version, I´ve been waiting for it! I think it will allow more colleagues to access to this useful tool to our job”
Mariana Pérez Florez
- La Pampa Noticias editor
- Argentina
Who uses the MVA?
The MVA is for media outlets, funders, investors, technologists, researchers, and more. We’ve listened to the needs of platform users and described a few characters we think are typical of MVA users.
Understanding Audiences for Digital News
Pavel started out when the News Observer was only in print, but now his editorial team publishes on a website and via social media accounts. They’ve started a weekly podcast and are hearing that newsletters and video are important ways to reach audiences too. There’s excitement in the newsroom about all these methods—News Observer journalists are driven and committed to their work—but there’s only 24 hours in a day, no budget to hire more people, and somehow Pavel needs to prioritize. He believes in the adage “know your audience” but the analytics tools he’s used so far—website clicks, podcast downloads, and social media shares—lack context. Are the News Observer’s traffic numbers normal, higher, or lower than other outlets? Will audiences sign up for newsletters or watch videos? What if advertising is attached? Using the MVA provides Pavel with the insights he needs to understand audience behavior and what’s likely to work best. By seeing not just their own data but the anonymized data of peer outlets, the News Observer team can see how they stack up and what’s worked for others. Pavel found out that in advertising and audience markets like his, newsletters really boost engagement, while podcasts reach very few people, leading him to re-orient his team’s efforts toward a newsletter. And, on the MVA Marketplace, he found a playbook full of tips to help outlets start newsletters, and a media support non-profit offering training. The MVA gives Pavel the insights needed to make informed decisions and the tools to implement new initiatives.
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Using Evidence to Support Independent Media
Ann works for a non-profit with a mission to support independent media, recognizing the importance of a healthy media ecosystem to democracy and human rights. She works hard to make the organization’s media partners sustainable and resilient. It’s important work, but an increasingly uphill struggle. Strategies that work in one region don’t work in others, and the challenges media face—from market forces to government overreach to outdated business models—seem to multiply and shift more rapidly than her programs can address. Ann uses the MVA to analyze how media perform in different environments, and the factors that seem to set successful partners apart from others. With data, she can push back on project designs that too often rely on gut feelings or models that worked in the past. The MVA also provides a way to set benchmarks and evaluation methods in partnership with the organization’s grantees and partners.
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Seeking Sustainability with Journalism Under Attack
It’s clear to May and the journalists in her newsroom that democracy is on unstable ground at home. Rapid change has been the constant since the last election, and they’ve covered it all with unwavering dedication: attacks against opposition leaders; rigged court sentences issued to human rights activists; fines imposed on fellow reporters for covering corruption. May knows many of her reporters will bravely keep going despite threats to their own safety. But it keeps her up at night, as does the thought that even more drastic changes could make it impossible to operate a news outlet at all. Will subscribers abandon an outlet targeted by state propaganda? What will happen if the government tells business not to advertise in independent media? What if they shut off the Internet, or push through new licensing restrictions? May hasn’t worked in this kind of environment before, but she knows others have.
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Connecting Media with Tools & Technology
Luis got into technology to create tools that solve problems. His company’s software helps media outlets understand their audiences’ behavior, and it has been successful. But Luis knows far more media outlets could become more financially viable by using this technology. The software may need customization for different markets, and he questions whether he has enough understanding of user needs in all the places he thinks the software could be of service. Sharing his technology in the MVA marketplace opens it up to a global audience of ready users. Luis gains more clients and a wealth of media performance data he can use to refine his own technology. He can also see what other tools and technologies are on offer and what seems to be needed by MVA users. This gives him insights into future product development. When he’s ready to pilot new approaches, he can offer trials and testing arrangements that benefit end users and his development process. The MVA helps Luis find new customers and make products that help media outlets strengthen their finances.
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The MVA supports independent media
Any independent media outlet representative may become an MVA user – and the service has been designed to be used by multiple users from the same organization.
The MVA is designed to improve audience numbers, reach and revenues of independent media worldwide.
Key features & benefits
The benefits of using MVA
Independent media have access to:
MVA Insights
A data platform to track media outlet’s business performance and learn from others with similar market and organization characteristics. In one place, the platform presents and benchmarks weekly content output, audience and revenue data for websites and three social media platforms.
MVA Solutions
A demand-driven marketplace for products and services aimed at media viability, launching in September 2024. Providers will offer a wide range of solutions, and media can select those they most value.
Financial Support
Multiple funding opportunities of up to $25,000 to support organizations to design new strategies for viability and incorporate those into business operations. Additional funds will also be available for media support programming that incorporates the MVA, and for the development of MVA Solutions offerings.
The MVA is a secure platform
To ensure the platform remains a safe space for independent media, organizations joining the MVA are vetted by MVA Partners according to the MVA Trust Framework. This vetting is further reinforced by the MVA’s robust digital safety measures, supported by technology partner Microsoft.
Would you like to use the MVA?
The MVA has now launched publicly and is open to applications to join from all quality independent media outlets, globally.
